DESIGN RESEARCH III
MY MARKET SEGMENT
Ready
to
BRANDS GAURI
$
fashion Designer Brands westernwear customer ( Attributesanofdmy End Occasion wear
wear
ROCKY
LIKE NAI NIKA SNEHA
STAR
,
KHAN
,
DON 'T
PAPA
PREACH
SHERRI
,
reason
based
on
selecting interest
behind
my
GILL
,
BY
,
GURUNG
PRABAL
SHUBHRA
,
BY
SHEHLNA
JAI SING
MONISM A
,
.
SEGMENT)
( TARGET The
$ NIDHI
PANKAJ
)
such in
segment segment
a
the
is and
purely the
feel personally segment which possibility such brands growing need do western purely for label People nowadays is but designer lot apparel if ladies spending Also especially it that worth it something they find and cocktails they such get togethers occasions is
of
the
-
there
I
a
-
a
wear
,
a
are
on
can
.
.
'
buy
other
for
such
as
events
i
brands like
,
these
might
interest
them
.
faurislhlaiiukh
\
Rocky
Star
,
BRAND ANALYSIS '
I
Pankaj
and Nidhi
l Pombal
Gurung
Rocky -
-
Established
in
1995
first to
-
both
.
occasion
ninth
beautiful couture dummy the
street
.
.
common man
Mission to
create
.
wear
-
-
mostly high
wear
designfor
STAR
for
$
celebrities
-
women
unbound
,
fierce and fearless -
-
vision to create
fashion
at that 're as it is
contemporary traditional
it is
elegant Launched as
-
Rs to
and
-
by influences
innovative
by Rocky make designer
of
as
street
high star
Inspiration
is
-
hands
and Rs
Jeans
accessible# .
the
time
derived
and traces
Gothic
and
Baroque with periods
design
a
,
that is
sensibility aesthetic yet
luminous
in
simplistic
in
style
.
-
$ teatimes Indian Blends heritage crafts embroideries a mission to in , with
opulent
-
the past in clients like Rai
-
magnificent of the present Paris Hilton Aishwarya Beyonce
and celebrate
recreate
,
Katrina
They
had
Bollywood Leone as
ambassador did even with
(7) From
the
.
,
,
Kaif
.
HI
signed
Sunny
actress
the
brand
for
2018
.
He
campaigns many other actors .
the
Rocky
Star
World
-
- -
-
-
-
-
-
PRABAL -
Established
-
committed to
-
His
-
.
-
in
New
quality include customers
focus
-
fashion designer city York domestic employment sustaining innovation es Is .
American
Nepalese Manufacturer -
-
in 2010
on
Michelle Obama
ladies like
GURUNG
-
)
of Cambridge naming them
.
,
,
&
,
'
-
On
build
a
quest a
-
to
bunny
brand with
a
Aponntoulspoken designer
.
interest
topics such as politics feminism
some
of
Takes
.
in
Dutchess
The
-
$ income
est from the
Praful
Gurung
diversity
.
-
Nepal
-
source
a
inspiration
of
colors $ textures
-
-
Nepalese
art $
architecture
feels
-
former first
designed for htt
Lady -
.
Building champions
-
a
Believes
fashion -
In
he in
to have
motivated
of
across
brand that
fashion $ representation visibility
challenging
in
.
the
of
one
casted Nils
'
to
-
,
models
showcase
asia
(9) from the
campaigns
asian
all
19 )
diversity
.
NBC News
$
fashionista
$
PANKAJ -
-
-
Launched celebrated
Inspired
$
in
for
symbolic around
from
2006
fresh
-
$
crisp
sensibility
craftsmanship by cultural objects the
NIDHI
world
-
creations
$
charming
-
are
spontaneous
,
generous colors
-
-
use
with
of
.
Invent
a
clothes
language tell stories -
that
for
women
.
who
$
freedom$ authenticity quest always love
are
on
-
pusher it
(b)
From
the
for originality when envelope
the
comes to
innovation
Pankaj
a
creativity
.
$ Nidhi
-
$
)
cio
-
like Sonam
clients
Kapoor
ceramics
Dhupiou Deepika
plates
,
Padukone name
to
broken
plates
-
be
showcases
layered
broken
,
playing
imbibe
cards
'
strongly lot
a
patterns
of
$
. .
-
-
of
graphic
,
,
rubies
'
boldness
-
glass
to
Collections
colour
,
trumps
,
inspired
-
campaign
Important
-
some
of
the
prints of
Neha
,
One
-
first
designer collaborate with
to
Koons
-
cu
)
Cli
-
)
from the India
Today
.
$
GAURI
Launched
-
evening
.
-
2002
in
wear
offers chic
glamorous elegant for clothing
$
philosophy
old
Is -
feminine
European music
,
European books
red
,
Hollywood
pictures -
-
'
Inspired by art
.
women
is
of
Designs stated
,
their
are
,
Gauri
,
personalities theatre $ carpet glamour the 70 's
luminous
'
421 from the
fashion history
mother
$ Nainika
,
from
yet
feminine Extremely romantic
$
deign philosophy
cocktail dresses
,
Design
-
styles
elaborate bespoke gowns
too
-
.
with brand
ranging from
-
NAI NIKA
under
.
44
,
strong
-
emphasis
Design focus
-
Mostly
-
for
-
self
-
cuts color
flattering
$
wear
,
.
,
femineity
-
most designers Indo western clothes
when
silhouettes
sophisticated
$ embraces
fashion
,
who is
determining
-
shape
occasion
elegant in
on
woman
a
fabric
on
are
making out to make they western wear
,
set
.
purely western wear from demi to ranging offering end high styles semi formal ones
-
-
-
-
-
.
couture
-
clients
include
Padukone Basu
,
to
Kapoor
Kareena
Priyanka name
Chopra
few
"" i
,
Deepika Bipasha ,
.
1137 from the fashion fad
Comparative
Analysis GAURI &NAINIKA
f ÷ t m n m ÷ i .ae#.n-fEgernEifE:iu-
ROCKY STAR INSPIRATION
PRABAL GURUNG
/PHILOSOPHY
Baroque Gothic Nepalese $
arts
architecture
Time
AESTHETICS
÷÷÷÷÷÷÷ :% effigies
staff
.
( PRICE INCOME ) women who are
unbound
,
fearless
fierce like
,
heritage
craftsmanship
European
.
symbolics cultural
books
objects
,
fashion
.
photos
of parents
'
from
70 's
:
TARGET CUSTOMER
Indian
PANKAJ & NIDHI
:
:& :O ?:O
like women who
,
quality
:EFE FEE
,
women who
bold and
:# '%%% gestating a
ooo
glamorous feminine elegant
love
$ & authenticity freedom innovation $ are always colors $ textures quest for ,
like who women
are
on
,
,
a
originality clothing .
-
ANALYSIS
SWOT
GAURI ISNALNIKA PRABAL GURUNG PANKAJ IS NIDHI
mi÷÷÷÷÷¥÷ fE÷:÷¥T÷÷÷÷¥n SWOT
Blinds
strengths
STAR
ROCKY
Indian
crafts work
heritage
his
,
the
to
with
trying past
'
established in international market
,
takes
Pushes the envelope set
when it
to
comes
Is
creativity innovation
out
make
to
purely
western
-
meal
bring strong inspiration # Needs to be more focuses on Needs to focus Makes mostly only -
Weakness
recognised
the
.
more to lead $ more options
-
in
interest
strong
topics
collaborations
,
strong philosophy
Making
online
presence
storm q Lack of spend th
threats
'
online
back
af
presence
,
a
who lot
collaborations
$ earn lot .
a
market
.
common
not
people
collaborations
CONCLUSION FOR BRAND ANALYSIS
After analysing these four brands, I am able to conclude that they have similar customer base and market segment. Similar customer base in the sense that they target customers who love innovation and originality. They all make feminine clothes with crisp cuts and fabrics. All have different aesthetics and inspirations and make according to their philosophy. Some take inspiration from gothic and baroque time, Nepalese architecture and art while some take inspiration from craftsmanship and European fashion. The customer base that they are targeting are more feminine, glamorous and elegant. The price range is mostly high and for people earning high income. They are making clothes for the people who are willing to spend a lot of money on occasions and relationships that matter to them. For my brand I want similar customer base but my aesthetics will be more inspired by nature. Similar customer base in the sense that people who are willing to spend a lot on relationships and occasions that are yet small but is of great importance to them.
FORECASTING FASHION
FASHION
WEEKS
,
TREND
FOR Ed AST
:
taking romantic
# RetroRomance
and embraces
full the
such as
# Colour & Prints #
graphics # Materials $ Details
fits .
1950 s
feminine A
-
rosewater
.
Backties s
shapes
,
,
.
,
whiteout
.
:
styles trend
alaaqua
.
Noiwedaisy photocopy
o
from
linedress
soft grass
:
over
this
,
:
.
-
badtaste
,
sttipeddye considered
bubblerhem
-
" 33
-
# Silhouettes
:
fishnets
into
fringe
,
more
a
Retro
quirky Ruffles
design
length
romantic
continue
details
full
buttons
,
grown up
move
-
,
.
offer inspired feathers
to be
.
patchwork
direction
contemporary -
$
statement
important
-
foe
-
ties
front
hips featured triangular shape focus the feminine to highlight above
the
,
on
Fringe fohm also .
$ tassels
applied
'
are
" 3)
up
from she
was N
a
#
Puff
-
sleeve
Party
dress
she
strong
increased
shoulder
by
301
,
its importance
indicating commercial for the
from
Coming
lassos
silhouettes
,
market
'
retro
dominate
tapping fashion into vintage glamour Use of crystal embellishments or editorials
.
high
for
-
a
shine
materials
youthful
take
.
" 31
# London fashion # heovictoriana
:
week
true
style
Bintulu romantic historic with high necklines
eccentric ,
references
long lengths
# colour
:
delicate
&
gelato
pastels
.
poolsideazure
saffron # Prints $
layering neomint
.
,
,
yellow
.
. .
Doodle
flames
furnishing
,
,
electric
Graphics skins digital ,
filter
# Materials $ Details : cutout lacebordevr ,
,
ruffles dobbymerh ,
draping
-
Laceboedus
finish
on
sleeves
are
the
perfect
hemlines &
.
are
Ruffles
,
back
to
play
romantic into the : Victorian # victoriousness item dress is key mood
.
-
a
High
necklines
sleeves
$
full
,
,
,
voluminous
ruffled
layered
details shirts
.
CLIENT PROFILE
DEMOGRAPHIC
Age
25
:
Income
:
35
-
High
:
BEHAVIORAL
Maytals Mostly
Married Adults
Education
family
Size
Gender
10+2
:
:
Geographic
:
,
Mostly
College ATM
michaels -4 )
female : worldwide ( predominant
location
where
Buy
By enrich -
India)
:
Top
of
the
,
celebrities
,
:
Designer
stores
clothes
new
pyramid Entrepreneurs self employed :
They
shop
times per
Delhi
social status
Occupation
Buybasedontoends Yes
years
:
income
:
:
,
several
week
or
clothes the
Malls month to
wardrobe
PSYCHO GRAPHIC
price
Brand
:
Pay for quality uniqueness sensitivity : labels wear Designer preferences :
,
Liberal / Conservative
Enviro
,
Liberal
:
friendly mostly :
-
Hobbies
Lifestyle
:
shopping
,
checking
:
spontaneity
Relationship
Very
spontaneous
:
Very
important
$
Achievers
:
Importance
VALS !
Enperiencers
feminine
out
new
trends
look
STATEMENT
POSITIONING FOR
aged
women
between 25 to 35 who
spontaneous determining self look with and a
-
who the that
unlike
feminine uniqueness in
glamorous
need
evening
wear
bespoke
cocktail dresses their
look
lunurious
other
dresses
of
to
rare
product usually round as
well
.
for
and
and
wear
which
doesn't
year
gowns
statement
own
make
because our
are
mostly occasions
sell
and
sell
small
which
all
occasions
ESSAY Designer retail is the market domain selected out of four options which were Designer, Retail, Export and Craft. Designer retail is further divided into various levels which are Haute Couture, Ready to wear, Diffusion, Bridge and Mass market. By studying designer retail, there was a clear view of the meaning and an understanding of how the market works. The market segment selected is ready to wear designer labels or brands which deal in western wear. Later, reading about different brands with similar aesthetics, there were some similarities and differences as well. The brands taken were Rocky Star, Prabal Gurung, Pankaj & Nidhi and Gauri & Nainika. While Rocky Star has a wider audience but is not well established and known to public. He has a strong vision which might turn into an opportunity. Prabal Gurung on the other hand is well established and has strong take on public issues as is an outspoken designer. But, the weakness is that he is not very spontaneous. Being on a bigger platform, he must make his voice known to everyone. Pankaj & Nidhi are doing great with Indian market but must explore more of the international market. They are pushing the envelope when it comes to creativity and innovation and are great with collaborations. Gauri & Nainika are purely making western wear but needs to be more international and do more and more collaborations. They are however, making great online presence. Studying the fashion forecast, there can be seen a lot of styles coming back like retroromance which includes puff sleeves, exaggerated shoulders, laces, fish nets, high necklines, delicate layering, fringe and patchwork. Colours most used were gelato pastels, soft grass, alaaqua. There were new prints and graphics coming in with different cuts and silhouettes. The client survey done was online and the results were supporting the research done on the client base for the brands. The client has to be a woman aged between 25 to 35 and is quite feminine. The geographic location is predominantly India and in India mostly Delhi but in dominantly the geographic location will be worldwide. Their social status is generally at top of the pyramid. They are mostly married and have higher spending capacity on relationships and themselves as well. They are generally entrepreneurs or self employed and buy clothes to enrich their wardrobe. They generally buy from individual designer stores and malls. Their buying is mostly based on ongoing trends and buy clothes several times per week. They are very spontaneous and will pay for quality, fitting, uniqueness, material and other little details. They are also mostly environment friendly. Under VALS, they come under Experiencers and Achievers. The basic understanding for market segment and client profile has been clearly shown. ~ Rashmi Sarraf Section C Level 2
BRAINSTORMING water
smooth
y
-
-
pond
Frozen
Miracle
l
l
undisputed
structure ' shades
of
blue
ยง purple
-
Snowy
I still
Roots
while
galang , like
Starry sky
'
-
Minute
!uยงplfgโ ณght
win
shape
flaker
still
grounded
smooth ifeng.IN/lEETiieEnTa
water
calm
-
undisputed
/
FROZEN
POND
-
roots
-
-
fined
vapour
mffhftnma.mn#fem-eonen flow
powdery
l
Y
structured
trees
Iwata edgy
uneven
INSPIRATION Frozen Pond
Frozen undone *
means
incapable
of
-
frozen
produced
pond
by
is
a
large
winter
being changed volume
freezing
.
of
,
ice
moved
or
or snow
|MAGElNTERPRETAT
-
Layers showing $ delicacy '
the
showing dark
or
-
side
negative which still
hope $
shows
desire
I
,
peeping
,
into the
paradise
darkness fear worry scattered dead
amidst
,
the darkness't
,
cold
-
showing
.
✓
the
alive silence
$
connectivity rootednest -
l
bouirdedthhldounded
law
$
,
l
mystery
-
unknown in the
like ,
,
depth
eyes
BRIDGE : RELATIONSHIP BETWEEN INSPIRATION AND CONCEPT how
a
everyone connected $
keeps
person
\ m÷÷maniE÷÷m qbgnded around them
Despite this
.
INSPIRATION
Nothing
faceisbllandn even
to
$
,
is
desire amidst the darkness
than CONCEPT
elegant $
more
live
cnn.net#i s K-:e:.::E:o: saumfz€¥F÷*EEijEEE÷i beautiful
a
always
worry fear ,
>
being hesitant into
.
uneven
.
person
has
feelings
a
going
they
feel
on
in
their lives, $ thus
broken with
become silent
it
accepting
.
SUNYATA
Key
concept form is
philosophy
emptiness
form
.
$ emptiness
is
.
EMPTINESS
soul
NOTHINGNESS
#
EMPTINESS
-
Buddhist
in
=
NON
inside
feels
-
EXISTENCE
every
empty
-
person Is
which
lonely
.
through Layers a
person
literally empty with
full
so
-
-
but still
no
futsemphy
money -
Black hole
-
still calm ,
but
lonely
* person
talk to
fount
rvithoaeafof light
Empty Body
with
Deserted
no-one
Abee in
an
empty dessert
-
Different
going
on
nothing no
on
emotions but
face
soul
faceless
person with
different
emotions
going
on
inside
Loneliness
emptiness
,
feeling of
ayy I hope
light
still
A person
deep
looks
inside
so
is
full so
but
empty
there
.im Misenmaignarwianas
0BSERVAT
Story
Blackhall No
Multi
-
personality
Ray of
Light
.
soul
Nothing
on
face
/ Multiple emotions
silent '
Layers
Body
BIBLIOGRAPHY Career explorer. 2019. What does a fashion designer do. [ONLINE] Available at: https://www.careerexplorer.com/careers/fashiondesigner/. [Accessed 15 September 2019]. Wgsn. 2019. Trend report. [ONLINE] Available at: https://www.wgsn.com/fashion. [Accessed 23 September 2019]. The balance small business. 2019. Definition, types and examples of retail. [ONLINE] Available at: https://www.thebalancesmb.com/ what-is-retail-2892238. [Accessed 1 September 2019]. Management study guide. 2019. Retail management. [ONLINE] Available at: https://www.managementstudyguide.com/retailmanagement.htm. [Accessed 1 September 2019]. Britannica. 2019. Fashion retailing, marketing, and merchandising. [ONLINE] Available at: https://www.britannica.com/art/fashionindustry/Fashion-retailing-marketing-and-merchandising. [Accessed 1 September 2019]. Fashion retailer. 2019. Fashion X retail. [ONLINE] Available at: https://fashionretail.blog. [Accessed 1 September 2019]. Fibre to fashion. 2019. Indian Retail Industry - Its Growth, Challenges And Opportunities. [ONLINE] Available at: https:// www.fibre2fashion.com/industry-article/2203/indian-retail-industry-its-growth-challenges-and-opportunities. [Accessed 4 September 2019]. Instagram screenshots Images from Pinterest 440 industries. 2019. Market Segmentation in the Fashion Industry. [ONLINE] Available at: https://440industries.com/marketsegmentation-in-the-fashion-industry/. [Accessed 4 September 2019]. Fashionthoughtsweb. 2019. Fashion market segmentation. [ONLINE] Available at: https://fashionthoughtsweb.wordpress.com/ 2016/11/23/fashion-market-segmentation/. [Accessed 4 September 2019]. Rocky star. 2019. About us. [ONLINE] Available at: https://rockystarworld.com/brand-profile/. [Accessed 10 September 2019]. Prabal gurung. 2019. About brand. [ONLINE] Available at: https://prabalgurung.com/pages/about. [Accessed 10 September 2019]. Nbc news. 2019. Designer Prabal Gurung Is On a Quest to Build a 'Luxury Brand with a Soul'. [ONLINE] Available at: https:// www.nbcnews.com/news/asian-america/designer-prabal-gurung-quest-build-luxury-brand-soul-n740256. [Accessed 10 September 2019]. Google images Report reference Fashionista. 2019. PRABAL GURUNG CREATED HIS OWN AMERICAN DREAM. [ONLINE] Available at: https://fashionista.com/ 2019/09/fashionista-five-prabal-gurung-profile. [Accessed 10 September 2019]. Pankaj and nidhi. 2019. About us. [ONLINE] Available at: http://www.pankajnidhi.com/about-us.html. [Accessed 10 September 2019]. India today. 2019. Let there be style: Designer-couple Pankaj and Nidhi collaborate with online fashion portal KOOVS. [ONLINE] Available at: https://www.indiatoday.in/lifestyle/fashion/story/designer-pankaj-and-nidhi-koovs-collaborate-online-fashionportal-265575-2015-09-30. [Accessed 11 September 2019]. Gauri and nainika. 2019. The profile. [ONLINE] Available at: http://www.gauriandnainika.com/about-us. [Accessed 11 September 2019]. Fashionfad. 2019. Gauri and nainika. [ONLINE] Available at: https://fashionfad.in/designer-biography/gauri-nainika/. [Accessed 11 September 2019]. Google forms
DEVELOPMENT OF
SILHOUETTES
DEVELOPMENT OF
SWATCHES
VARIATIONS
FINAL
RANGE
FINAL GARMENT
TOILE
-
Making
alterations in the
toile
related to the
fitting
.
CREATING TEXTURES
$
PATTERNS
FOR
THE FINAL
GARMENT
Note : The shoot of the final garment is yet to be done.